Below is a guide for building Salesforce reports for UserGems to track your key contacts and accounts. Some of these reports (Closed Won Opp Contacts, Open Opp Contacts) are straightforward, while others (Users, Prospects) will vary based on your Salesforce set up. Your dedicated Customer Success team is available to discuss the best way to capture this data, but we’ve included some relevant suggestions to get you started. 

Please also keep in mind this is only a list of our recommended reports. UserGems supports any Lead, Contact, or custom object report and report ranking order. 

When UserGems identifies a job change and surfaces a new lead or contact in your Salesforce, any duplicates across multiple lists will be prioritized based on the tracking list hierarchy. For example, if John Doe was on both your Closed Won Opp Contact list and User list, we will surface the past relationship type as being Closed Won Opp Contact as this data point is more relevant.

Contact Reports

Required columns for all contact lists:

• First name
• Last name
• Email
• Company/Account name 

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1. Closed Won Opp Contacts

• Definition: A contact on a closed won opportunity

• Reason to track: Past buyers are 3x more likely to buy again

• Report filters: 

• Report type = Opportunities with contact roles
• Show me: All opportunities
• Closed date = All time
• Include: Closed won 

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2. Champion

• Definition: At UserGems we typically think of a “champion” as someone who was a stakeholder, a highly active user (Admin/power user), or an NPS promoter of your product.

• Reason to track: These are folks who should be very familiar with your company as a customer which should result in higher intent and faster deal cycles.

• Report filters: Do you have any field(s) in Salesforce that capture any of these user types? 

• Report type = Contacts & accounts
• Show me: All accounts
• Include: Closed date 
• Ex User Role = Admin, Power User, NPS Promoter

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3. User

• Definition: We define “user” as anyone who uses or has used your product. 

• Reason to track: Users know your product best. Whether or not their new role is above the line in terms of decision making ability, they can be highly valuable in getting a conversation started at a target account

• Report filters: Do you have Users identified in salesforce? If not: consider using CSVs or connecting to an external database. If yes: we can accept reports based on leads, contacts or custom objects: 

• Report type = Contacts & accounts
• Show me: All accounts
• Include: Closed date 
• Ex Last login = Not empty

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4. Customer Contacts

• Definition: When we talk about “customer contacts “at UserGems we specifically mean contacts associated with customer accounts that also have a relevant title based on your buyer persona. 

• Reason to track: Oftentimes key stakeholders aren’t actually marked accordingly (ex: not added as an opp contact or labeled as primary contact) and therefore could easily be missed in other tracking groups. Tracking persona matching customer contacts casts a wider net to make sure anyone with a relevant title that works at a customer account and changes jobs is captured. 

• Report filters: Filter based on buyer or influencer type personas.

• Suggestion: filter out contacts by if last activity date = blank

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5. Open Opp Contacts

• Definition: A contact on an open opportunity

• Reason to track: If key stakeholders change jobs while an opportunity is open it is imperative to have their updated information so you can continue the conversation with them at their new job and not lose momentum. 

• Report filters:

• Report type = Opportunities with contact roles
• Show me: All opportunities
• Closed date = All time
• Include: Open

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6. Closed Lost Opp Contacts

• Definition: A contact on a closed lost opportunity

• Reason to track: Deals are lost for a variety of reasons and many of them are outside the control of key stakeholders. It’s important to know if contacts on closed lost opportunities change jobs because they could still be a champion for your business, and with different circumstances at a new organization a closed-won outcome is entirely possible. 

• Report filters:

• Report type = Opportunities with contact roles
• Show me: All opportunities
• Closed date = All time
• Include: Closed lost

Account Reports

Required columns for all account lists:

• Account name
• Domain or website
• Account ID 

Please note that for Account reports these need to live in a public folder, and have no groupings. 

Any custom fields added as a report filter to a report need to be viewable by your UserGems Integration User

1. Competitor

• Definition: We define competitors as anyone currently using your competitors' technology that you would want to target. If you do track these competitor accounts in your Salesforce, UserGems can flag when someone changes jobs and lands at one of these accounts.

• Reason to track: If you track competitor accounts in Salesforce, UserGems can flag when someone changes jobs and lands at one of these accounts. Being aware of this allows you to reach out quickly and potentially gain valuable insight about a competitor. 

• Report filters:

• Report type: Accounts
• Show me: All accounts
• Created date = All time
• However you identify a competitor account

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2. Customer

• Definition: A list of your current customer accounts

• Reason to track: Knowing if a job changer lands at one of your current customer accounts will impact the way you contact them (i.e. a CSM might handle the outreach instead of a Sales team member). This could potentially also help with renewal and upsell opportunities. 

• Report filters: 

• Report type: Accounts
• Show me: All accounts
• Created date = All time
• However you identify a customer account. This will likely be based on the Account type.

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3. Open Opp

• Definition: A list of your open opportunities

• Reason to track: Knowing that a job changer landed at one of your accounts with an open opportunity might positively impact the deal conversion rate if another champion or influencer is on board. 

• Report filters: 

(Option 1)

• Report type: Opportunities
• Show me: All opportunities
• Closed date: All time
• Opportunity status = Open
• Probability = All

(Option 2)

• If you have an indicator on your Account to say there’s an open opportunity, you can create an Account report type and use that. 

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4. Target/ICP

• Definition: A list of accounts that fits within your ideal customer profile type. This is likely based on employee size, industry, location, or some combination. This list might also come from an ABM program or a general list of high priority prospect accounts. 

• Reason to track: Since target/ICP accounts are a list of your top priority accounts, it’s imperative to know if someone with a previous relationship to your company changes jobs and lands at one of these accounts. 

• Report filters:

• Report type: Account
• Show me: All accounts
• Created date: All time
• However you identify target accounts